"For Walmart and its peers, referral clicks account for less than 5% of total site visits - outweighed by direct traffic, paid channels and search engines. But the speed at which ChatGPT has climbed into the top tier of referral sources shows howhow AI is starting to influence how consumers shop online. Shoppers are increasingly clicking through links inside AI chat responses, pushing major retailers into the shopping journey historically dominated by Google search."
"A new study authored by OpenAI's Economic Research team and Harvard economist David Deming found that around 2% of all ChatGPT queries involve shopping - about 50 million queries per day. With 2.5 billion prompts flowing through ChatGPT daily, even a small slice translates into significant shopping intent. Researchers noted that users are often asking for recommendations like "recommend a good laptop under $1,000" or "How much are Nikes," suggesting AI tools are taking on a role once reserved for Google."
ChatGPT now supplies a rapidly growing share of referral clicks to major retailers, including one in five referral clicks to Walmart in August, more than 20% for Etsy, nearly 15% for Target and 10% for eBay. Referral clicks remain under 5% of total site visits for those retailers, with direct visits, paid channels and search engines larger. Shoppers increasingly click links inside AI chat responses, moving parts of the shopping journey away from traditional search. About 2% of ChatGPT queries involve shopping—roughly 50 million queries per day—and nearly 60% of U.S. consumers have used generative AI for online shopping.
Read at Digiday
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